In business, it’s easy to assume your target audience thinks in the same way that you do.
They don’t.
Some people want the facts. Some people want the big, exciting vision. Some want reassurance that they’re making a safe choice. Others just want you to get to the point before they lose the will to live.
This is why good marketing isn’t just about what you say. It’s about how you say it, who you’re saying it to and whether they actually care.
A useful way to look at this is through four broad behaviour types: the decider, the dreamer, the supporter and the spreadsheet maker.
The decider
The decider wants results. They’re busy, focused and not interested in waffle. If your website takes three paragraphs to explain what you do, you’ve probably lost them. Speak to them with clear benefits, strong headlines and direct calls to action. For example, instead of saying “We provide a range of digital solutions for modern businesses”, say “Get more leads from your website”. Simple.
The dreamer
The dreamer is led by energy, ideas and possibility. They want to feel excited by your business, and they respond well to stories, personality and social proof.
Show them happy clients. Share your before-and-after results, and let them see the people behind the brand. A dreamer is more likely to engage with a post that says “here’s how we helped a local business turn a quiet website into a lead-generating machine” than a dry list of services.
The supporter
The supporter values trust. They want to know you’re reliable, helpful and aren’t going to disappear after the invoice is paid. They need reassurance.
This is where reviews, FAQs, process pages and helpful blog content work well. For example, explaining “what happens after you contact us?” can make a cautious customer feel much more comfortable taking the next step.
The spreadsheet maker
Then there’s the analytically minded person. They want details. They will compare, analyse and probably open six tabs before finally coming to a decision. They want proof, structure and specifics. Give them data, case studies, service breakdowns and clear explanations. Don’t just say the service you offer works – explain what you do, why it matters and what success looks like.
The best business communication speaks to all four behaviour types without becoming messy. Your message should be clear enough for the decider, exciting enough for the dreamer, reassuring enough for the supporter and detailed enough for the spreadsheet.
That is where many businesses miss a trick. They write what they want to say, not what their audience needs to hear.
At Engage Web, we help businesses shape content that connects with real people. From website copy and SEO to email marketing and social media, our team can help you find the right words for the right audience.
Get in touch with the team today and let’s make sure your message lands with the people you want to reach.
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